Ty Baisden's artist-partnership company COLTURE has linked up with Soulection, led by CEO/founder and artist/host Joe Kay, uniting two businesses with “a shared ethos committed to transparency, cultural connectivity and independence.”

Since its 2011 inception, Soulection has evolved from an independent radio show into a global entity. It now encompasses the indie label Soulection and global touring arm The Sound of Tomorrow, which has sold out venues and festivals on six continents. The brand also hosts a two-hour weekly radio broadcast on Apple Music 1.

Soulection championed such artists as Brent Faiyaz, Snoh Aalegra, Bryson Tiller, Daniel Caesar and SiR early in their careers and has been home to Monte Booker and Sango, among others.

The announcement of the COLTURE/Soulection pact coincides with a series of jointly presented New York events. Highlights include a sunset yacht toast in conjunction with LOUIS XIII Cognac on 9/6 and "The Descendants: An Afrohouse Experience” in Brooklyn on 9/8.

“Joe Kay and the Soulection team are a next-generation movement,” said Paris “PK” Kirk, COLTURE’s head of music publishing and lifestyle marketing. “Together we are excited to partner with a brand committed to advancing diversity and nurturing creativity with artists at the forefront of its vision. The COLTURE team has long admired Joe Kay’s passion, dedication and commitment to maintaining an artistic ethos. We look forward to fostering this new partnership dedicated to pushing boundaries and propelling the Joe Kay and Soulection brands to new heights.”

Kay said of COLTURE, “I’ve seen their dedication to developing artists firsthand and am particularly impressed by their diverse, inclusive team and strong representation of women. This partnership marks a pivotal shift for Soulection, myself and my business partner Dom Prieto, and we look forward to showcasing the exciting work ahead.”

Pictured chuckling at our obvious lack of "colture" are (l-r) COLTURE Head of Creative Services Jayne Andrew, Kirk and COLTURE CEO/Head of Venture & Innovation Baisden. Kay can be seen in Dodgers cap.